| Description |
1 online resource (1 audio file (11hr., 50 min.)) : digital. |
|
digital digital recording rda |
|
data file rda |
| Access |
Digital content provided by hoopla. |
| Performer |
Narrated by Mark Ashby. |
| Summary |
Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as Prius created a subcategory defined by gas mileage and technology, or Westin did with its Heavenly Bed. In either case, a firm can create or own a new business arena or submarket in which some or all competitors are not relevant. Instead of being the best, the goal is to be the onlymaking competitors irrelevant. |
| System Details |
Mode of access: World Wide Web. |
| Subject |
Business.
|
| Added Author |
Ashby, Mark.
|
|
hoopla digital.
|
| ISBN |
9781663708885 (sound recording : hoopla Audio Book) |
|
1663708886 (sound recording : hoopla Audio Book) |
| Music No. |
MWT13770765 |
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